The partnership will smoothen the sign-up and authentication processes for Times Internet customers, of whom 75% access the portals through their mobile devices

Times Internet Ltd. (TIL) has entered into a partnership with Sweden-based communications and mobile identity platform Truecaller, to make sign-ups and phone number verifications easy for its users.

The tie-up is in line with TILâs unique âSingle Sign Onâ initiative, the objective of which is to increase user convenience by providing a homogeneous sign-up and log-in interface across all TIL web and mobile properties.

Times Internet, with its 37+ digital properties, already offers unified logins (SSO) and loyalty. However, this new tie-up with Truecaller will further smoothen the sign-up and authentication processes for TILâs customers, of whom 75% access the portals through their mobile devices.

Truecallerâs mobile number based identity solution âTruecaller SDKâ (Truecaller Software Development Kit) innovation has made mobile authentication exclusively number-based since mobile numbers are highly personalised and user-specific. This enhances security and convenience by eliminating the hassle of repeated OTP (One-time Password) SMS-based logins.

Gautam Sinha, CEO of Times Internet, said, âConsistent to our flywheel strategy, and catering to a mobile first customer base in India, TIL understands the need to reduce friction and make the experience seamlessÂ across properties.â

Commenting on the partnership, Priyam Bose, Director & Head, Global Developer & Startup Relations, Truecaller, said, âMobile number has become the primary identity in India. We are excited to partner and integrate Truecaller SDK, our mobile identity solution into TILâs web and mobile platforms to bring ease of access to our diverse audience across its properties. The more touch points we can bring to our users, the more value we can add to their lives in Indiaâs fast-maturing mobile-first market.â